Case Study: Hyundai Dealer Conference 2016

Agency The fresh Group worked with the global automotive company Hyundai to create its annual Dealer Conference 2016.

Hyundai Dealer Conference 2016
Hyundai Dealer Conference 2016

Objectives

At this year’s conference, Hyundai (HMUK) had no new car to launch. The challenge for the agency was to create an event and an experience that could ‘stand out on its own’. The agency needed to organise a conference with a ‘wow factor’ for 400 delegates, including HMUK head office staff, dealers and VIP guests. In addition, there needed to be a platform for networking, sharing key messages and discussing future plans, with the overall objective of getting the dealer network motivated and aligned for the year ahead. The fresh Group won the Hyundai business last year, following a competitive pitch with four agencies.

Solution

The event was held at the Park Plaza Westminster Bridge hotel and fresh worked closely with the Hyundai team to develop the creative strategy and concept, event theme, content, media creation, delegate management, event production, logistics and travel bookings. This involved the creation of the event identity ‘I’m In’, which was used across multiple channels of content including speeches, video, signage, and presentations.

Executive creative director Stuart Whittle, said: "We took on the innovation challenge, and delivered through the centerpiece of a 270° wraparound screen, devised to create an impact with the audience as soon as they walked into the room. As well as bringing the presenters’ key messages to life, this immersive experience created the perfect platform for our teams to develop video content, and enabled us to change the ambiance and mood in the space. In this case the medium really was the message, with technology being used to help inspire franchisees to embrace innovation within their own businesses."

Verdict

Delegates described the content and the environment as both ‘immersive and impactful’. According to Hyundai, the event provided an experience to remember and sparked discussion across the network almost immediately via social media channels. Kate Conway, events and dealer marketing manager at Hyundai, added: "The entire event was managed and executed to the highest standard and genuinely exceeded my expectations. The team at fresh understood our objectives from the outset and delivered both creatively and logistically. It truly was a collaborative process and the start of a great working relationship." 

More:

fresh team expands and wins pharma contract 

Hyundai appoints The fresh Group for 2016 Dealer Conference

fresh secures contract with DFS

60 Seconds with... The fresh Group MD Patrick Howells

• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here   


Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
How to recruit new 'wildcard' speakers

How to recruit new 'wildcard' speakers

Education, training and speaker coaches are key to unearthing new talent, according to an expert panel at the C&IT Corporate Forum.

La Torre Golf & Spa Resort opens in Murcia

La Torre Golf & Spa Resort opens in Murcia

New 133-room DoubleTree hotel features lake-front views, a ballroom for 700 delegates and four restaurants.

Read the full State of the Industry: Corporate Report

Read the full State of the Industry: Corporate Report

C&IT subscribers can read our report for corporate event planners, including stats, trends and industry insights.

Agency boss reveals blueprint for rapid business growth

Agency boss reveals blueprint for rapid business growth

MD of WONDER London explains how his company has quickly grown from two to 40 people in six years, working with clients like Google.

In pictures: Performing Artistes' New Year Speaker Drinks

In pictures: Performing Artistes' New Year Speaker Drinks

The annual event with drinks and entertainment was held at the Institute of Directors and hosted by comedian Andy Parsons.

6 new international congress centres

6 new international congress centres

As demand for large-scale international events continues to grow, we take a look at conference venues opening from 2019.

In pictures: Corporate Forum 2019

In pictures: Corporate Forum 2019

This year's forum featured inspirational talks, panel discussions and a gala dinner in the ballroom at The Langham hotel.

How to increase delegate engagement

How to increase delegate engagement

A panel of experts at the C&IT Corporate Forum discussed how to attract delegates and keep them happy.

'Riskiest' places to travel revealed by medical insurer

'Riskiest' places to travel revealed by medical insurer

From typhoid and malaria to 'Delhi Belly', new research reveals where travellers could catch the most threatening travel bugs.

Live Union hires senior account manager

Live Union hires senior account manager

Leonor Nem├ęsio Nobre joins from Kia Motors, where she worked on a range of corporate events.

LATEST JOBS